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With more mediums than ever across which to advertise, businesses are facing increasing marketing costs even as customers continue to turn toward services offering ad-free entertainment. These changes mean the advertising ecosystem is undergoing dramatic alterations, with massive online companies like Facebook and Google capturing a majority of advertising dollars and smaller advertising agencies failing. Against this rapidly-shifting backdrop, this edited volume showcases current academic perspectives and research cases on advertising from scholars representing a wide range of disciplines. The contributions in this book create a comprehensive overview of the current state of advertising across many media while highlighting conversations concerning the ethics of advertising and the most effective ways to advertise.
Interdisciplinary by nature, this book includes perspectives from academics in marketing, communications, law, rhetoric, and business. It will be of great interest to scholars and students seeking a thought provoking debate
Sommario
1 Introducing the Debate on Ethics and Effectiveness in Advertising.- Part 1: Ethics.- 2 Societal Consequences of Data-driven Advertising .- 3 Racism and Ijime in Japan s Advertising: The Ethnic Alienation of Hafu and Zainichi Korean Minorities in Japan.- 4 The Climate Impact of Misinformation, Disinformation, and Greenwashing in Advertising.- 5 Virtual Currency and Real Influence: Celebrities and Crypto Campaigns- 6 Tolerable Humor: To What Extent Do Free Speech Laws Allow for Irony and Sarcasm in Ads?.- 7 Do the Ends Justify the Means? Not According to Donors: An Analysis of Manipulation in Charitable Marketing.- 8 Animal Intelligence: A Second I in Advertising?.- Part 2: Effectiveness.- 9 Virtual vs Human: Comparing Persuasive Factors in Influencer Marketing Campaigns.- 10 The Rhetoric of the Shadow Text.- 11 Virtual Persuasion: The Power and Risk of VR in Modern Advertising.- 12 Evolution of Ideals: Body Image Portrayals and Implications.- 13 The Riddle of Effectiveness and Ethics of Comparative Advertising.- 14 SAAB Vehicles in Movies: From a Stylish Must-have to a Cult Brand Product.
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Kathleen Vandenberg is a Master Lecturer in Rhetoric at Boston University, USA . She has published many articles on visual rhetoric and advertising, as well as presented on and written works about the rhetoric of urban design and the nonfiction work of Joan Didion. Her first book, Joan Didion: Substance and Style was published in February 2021 by SUNY Press and was selected as one of the Choice Outstanding Academic Titles of that year. Her second book, Built Design and the Rhetoric of Cities, was published in May 2023 by Lexington Press.
Mariah Tinger is a Lecturer at the Strategy and Innovation Department of the Questrom School of Business, Boston University, USA. She is an educator, climate communicator, and author. Her research has previously been focused on resource conservation and climate science and she has published widely on the subject, including two books, Protecting the Planet: Environmental Champions from Conservation to Climate Change (2016) and Coming Full Circle: A Sweeping Saga of Conservation Stewardship Across America (2022).
